When Korea is in Bavaria

Auto Since fall 2006, Ruf Lanz has positioned the Hyundai brand as "The German among the Asians". Since then, this brand statement has been consistently applied at all levels. The most recent example: the appearance at the Geneva Motor Show, where the world premiere of the i30 was unveiled. An elegantly designed model in the compact class. In the teaser phase, the i30 was still shrouded under a cloth on advertisements, posters and ad scooters - in Bavarian blue and white. After the unveiling, long-legged hostesses in skimpy dresses were not smiling at the side of the i30, as is the case with other car manufacturers. Instead, cheerful Korean women in traditional German costumes. They handed out freshly baked Munich pretzels in the shape of the Hyundai logo to the astonished visitors.